Introduction
“Measurement is the easiest OPA portfolio.”
- Those who convinced me to apply for this job
Job Requirements
Being able to distinguish
^https*://[^/]*\.THE-ENTIRE-INTERNET\.co\.za
from
^https*://[^/]*\.YOUR-DOMAINS-ONLY\.co\.za
CV
Name: Josh Adler, CEO @ Prefix
Real Job: Enabling traditional publishersTime Served: 5 years
OPA Job: Ensure truth & understanding of dataTime Served: 4 months
What did we do!!
“Measurement of ROI is both the best and worst thing about digital advertising”
- Vivek Bhargava, Communicate2
So do it properly!
Portfolio Goals
- Educate membership & advertisers
- Develop & document best-practices
- Hold Nielsen to account & build on partnership
- Ensure authenticity and accuracy of data
- Establish links with and learn from other international OPA-orgs.
- Be the case study on Emerging Market measurement.
- Try find time for my other job
Measurement: Why
- Measurability is here to stay.
- Common metrics = comparison and analysis
- Be an honest marketing-platform
- Deliver on ROI promise
- Demonstrate growth, trends for benefit of all.
Measurement: What
- Content (Pages, Content Groups / Channels)
- Audience (Unique Browsers, Geographic, Demographics)
- Experience (Session Times, Paths, Bounce-Rates)
- Competitiveness(Rankings)
Why Nielsen Online
- Known, trusted.
- Ranking System. Configurable to ZA.
- Auditable, transparent, standards-based.
- We own the data.
- More than pure analytics
- Other OPA’s (AUS, NZ, UK)
MarketIntelligence (MI) & SiteCensus (SC)
- SC is pure analytics
- MI is a media planning tool
- MI is critical. SC is useful.
- MI tracking: tag + URL-pattern match
- SC tracking: tag + ClientID [+CG data]
- Will be different, but in-line
Nielsen SC vs Google Analytics
-We’re all using it. (That’s okay!)
- It’s prettier, has better reports
- Its free!
- GA says I’m much bigger!
- I can customize it!
- It’s from Google!
Nielsen SC vs Google Analytics
BUT
- GA is only comparable to SC.
- Offers no MI-type service.
- “black box” issue (bot-lists, definitions)
- Unsupported, au-auditable, unaccountable.
- It’s from Google!
Nielsen SC vs Google Analytics
So, use both if you like!
- ensure you run GA tags after Nielsen tags.
- use GA for internal reporting only.
- use MI data for external reporting / rate-cards.
- Compare trends – NOT figures.
- Whatever you use, be honest about where it comes from. Inflated figured help no-one!
Health Check & Tips
- Advertisers: Use the (i) in MI to validate brand domains
- Publishers: Check your MI URL’s & patterns.
- Use words, not numbers for SC Content Groups.
- Ensure your SC & MI domains match
- Quarterly tag audits
Tag Health Check (Platform & MI)
<!-- START Nielsen//NetRatings SiteCensus V5.3 -->
<script type="text/javascript">var _rsCI="za-prefix"; var _rsCG=“sports"; var _rsDN="//secure-za.imrworldwide.com/"; var _rsCC=0; var _rsSE=1; var _rsSM=1.0;
</script>
<script type="text/javascript" src="//secure-za.imrworldwide.com/v53.js"></script>
<noscript> <div><img src="//secure-za.imrworldwide.com/cgi-bin/m?ci=za-prefix&cg=sports" alt=""/></div> </noscript>
<!-- END Nielsen//NetRatings SiteCensus V5.3 -->
Tag Health Check: SC
<!-- START Nielsen//NetRatings SiteCensus V5.3 -->
<script type="text/javascript">var _rsCI="za-prefix"; var _rsCG=“sports"; var _rsDN="//secure-za.imrworldwide.com/"; var _rsCC=0; var _rsSE=1; var _rsSM=1.0;
</script>
<script type="text/javascript" src="//secure-za.imrworldwide.com/v53.js"></script>
<noscript> <div><img src="//secure-za.imrworldwide.com/cgi-bin/m?ci=za-prefix&cg=sports" alt=""/></div> </noscript>
<!-- END Nielsen//NetRatings SiteCensus V5.3 -->
CI = ClientID
CG = ContentGroup
Getting the best out of Nielsens
- Online FAQ on the way (from me)
- You’re entitled to services!
- Use the tools!
- Quarterly tag/pattern health-check! (please!)
- Self-policing/monitoring
- You get what you put in…
Go Team!
- help me, help you!
- Let’s learn together!
- Let’s put in the effort.
- We need good data!
- Give me feedback!
THANK YOU
Email: [email protected]
Twitter: twitter.com/joshprefix
LinkedIn: linkedin.com/in/joshadler
www.opa.org.zawww.prefix.co.za